MAM
Flipkart Big Billion Days 2026 ad brings stars into a time loop
Five-minute Leo film features Rohit Sharma, Jackie Shroff and seven others
MUMBAI: Groundhog Day gets a shopping twist as Flipkart sends one man through the same 24-hour cycle, only to give his life a different ending each time.
Flipkart’s upcoming Big Billion Days Sale is at the centre of a nearly five-minute ad film created by Leo, which uses a time-loop narrative to pack multiple celebrity-led situations into one sprawling story. The film features Rohit Sharma, Jackie Shroff, Aditya Srivastava, known for playing senior inspector Abhijeet in CID, along with Samay Raina, Geni Kamki, Agu Stanley Chiedozie and others.
Rather than building one conventional storyline, the film stitches together a series of micro-scenarios, with the characters appearing across different moments of the protagonist’s repeating day. The idea is designed to work beyond the main film too, with the individual scenarios being cut into standalone edits for social media.
That approach is not entirely new for Flipkart. Leo used a similar format for last year’s Big Billion Days campaign, which brought together Amitabh Bachchan, Alia Bhatt, Mahesh Bhatt, Sreeleela, Farah Khan, celebrity chef Dilip, boAt co-founder Aman Gupta and others.
The bigger challenge, according to Leo chief creative officer Sachin Kamble, is not simply assembling a star-studded cast but finding a role for every celebrity that feels natural to their personality. He said the agency spent nearly three months writing, revising and aligning the script with Flipkart and the celebrities’ schedules before the shoot.
There is also a sizeable attention gamble at play. At a time when viewers can swipe away from an ad in seconds, Flipkart has chosen to make its flagship sale film almost five minutes long. The trade-off is that the longer film gives the campaign room to create several smaller stories that can live independently across digital platforms.
It is a format increasingly familiar to big-ticket festive advertising. Dream11’s IPL 2025 campaign by Tilt Brand Solutions also used a large ensemble, bringing together Indian cricket players alongside actors including Aamir Khan, Ranbir Kapoor and Jackie Shroff.
For Flipkart, the 2026 campaign takes that star power and puts it inside a loop repeating the day, changing the circumstances and giving the Big Billion Days message multiple ways to land. The main film may run for nearly five minutes, but its individual moments are built to keep the campaign ticking long after the clock resets.
